by Romany Reagan on 6th Dec 2013 in TRADERTALK

In this week's #TraderTalkTV, LiveRail's Managing Director, Yoav Arnstein breaks down the differences between a video and a display private marketplace. LiveRail is 100% publisher-focused and doesn't actually sell any product to the buy side, their purpose being to help publishers monetise video across channels. They do this with two approaches: direct-sold premium (their adserver solution) and managing programmatic selling. Video and display private marketplaces do have one thing in common: they both allow publishers to leverage their assets in a better way within preferential commercial relationships, compared to an open marketplace. The differences begin with the technology, display has been around much longer and much more of the inventory is available via programmatic and there is a decent level of transparency regarding who the advertiser is. With video, however, this transparency has yet to be implemented widely. Therefore, each new creative submitted has to go through a manual curation process to be cleared for publication, so the first bid per creative will not be won by the advertiser, however once their specific creative has cleared the block list, they will be able to bid in real time. This hands-on process provides a high level of safety for publishers.